Frequently and infrequently presented ads: do they influence product trial intentions differently?

Please use this identifier to cite or link to this item: http://ir.library.ui.edu.ng/handle/123456789/1511

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DC Field	Value	Language
dc.contributor.author	Shenge, N. A.	-
dc.date.accessioned	2018-10-09T12:31:29Z	-
dc.date.available	2018-10-09T12:31:29Z	-
dc.date.issued	2008	-
dc.identifier.issn	1549-3652	-
dc.identifier.other	Journal of Social Science 16(3), pp. 199-204	-
dc.identifier.other	ui_art_shenge_frequently_2008	-
dc.identifier.uri	http://ir.library.ui.edu.ng/handle/123456789/1511	-
dc.description.abstract	This present study investigated the effects of ad presentation frequency on product trial intentions of ad viewers. The study, which has an independent group design, involved 480 undergraduates of a Nigerian university aged between 16 and 34 years. Participants were made up of 240 males and 240 females equally distributed among two independent groups, namely, frequently presented and infrequently presented ad groups. Participants in both groups watched a 24-minute video which contained ad slots for a new insecticide. Frequent presentation had 8 slots of ad while infrequent presentation had 3 slots. It was found, following an independent t-test analysis, that frequently presented ads more significantly influenced product trial intentions of participants.	en_US
dc.language.iso	en	en_US
dc.title	Frequently and infrequently presented ads: do they influence product trial intentions differently?	en_US
dc.type	Article	en_US
Appears in Collections:	scholarly works

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